MAGNA Media Trials, the industry-leading proprietary research offering of MAGNA, and Roku have just announced a new study in cooperation with the Roku Brand Studio, which reveals that new video ad formats in streaming TV are twice as appealing to consumers as traditional TV advertising.
Currently, marketers strive to stand out in the transition to streaming. However, traditional TV ads alone miss an opportunity to surprise and excite viewers throughout streamers' journey outside the traditional ad break. Beyond the: 30 on streaming TV investigates how marketers can create more engaging and powerful ad experiences on the platform.
There were tests of three new "Beyond the: 30" video ad formats:
Roku Original Vignette: A 30-second ad in which a brand references the Roku Original program being streamed.
Thematic Tagged Vignette: A 30-second animated commercial in which a brand celebrates streaming.
Watch Alongs: During commercial breaks, the brand sponsors discuss the television show or movie being streamed.
All three "Beyond the: 30" ads outperformed traditional TV ads in terms of top-of-mind brand recall (+57% "Beyond the: 30" vs. +43%), brand favorability (+8% vs. +3%), and intent to search (+16% vs. +9%). These findings demonstrate the great potential of "Beyond the: 30" advertisements, which include increasing brand awareness and boosting sales.
Multiple brands from many verticals participated in the study, including T-Mobile and Subaru. A home-based panel of 1,316 viewers was randomly split between exposed and control groups, who saw their preferred content intermingled with streaming-specific and traditional ads. Following the content viewing experience, viewers were questioned to evaluate the effect on brand key performance indicators (KPIs) and to get a deeper understanding of consumers' perspectives.
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About Roku, Inc.
Roku introduced streaming to the TV. The firm connects people to their favorite streaming content, enables content publishers to grow and monetize massive audiences, and provides marketers with unique opportunities to interact with consumers. Roku streaming players and TV-related audio devices are available in the United States and other markets through direct retail sales and licensing agreements with TV OEM companies.